The Impending BOGO crisis

When I think of a Buy-One Get-One offer, it is my contention that due to the use and common understanding of this phrase, that the second item should always be free of charge.

Payless Shoesource has a BOGO offer but as you listen or read along in their advertisements, the second item is simply half off. Really? Arrrrgh! Other retailers have begun to follow suit on this usage and soon, your BOGO will be radically changed forever, unless you act.

Proposition:

A Buy-One Get One free should now be known as a BOGOF whereas a Buy-One Get-One at 50% off will now be deemed as a BOGOHO.